Nestlé We don’t believe in labels, man
As you may have heard, the Beloved Country now has strict new laws about what may be called coffee and what may not. It’s even got laws about what may be called a ‘chicory and coffee mixture’ – broadly, at least 50% of the overall blend must comprise chicory. And it turns out that beloved kitchen-shelf staple Ricoffy may call itself neither of these things, composed as it is of 25% coffee, 32.5% chicory, and most of the rest, dextrins. Big however, though: Nestlè have chosen to interpret the rules another way, arguing that the original mix, before dilution with dextrins, contains over 50% chicory. Nestlè are also apparently keeping the claim “SA’s No. 1 coffee brand” on the pack, insisting that the claim “is based on various independent market data, which by the way track performances of brands that are categorised under the broad categorization of coffee”.
Comment: Say what you like, it’s still a killer with a spot of condensed milk outside your tent on a cold winter’s morning in the High Berg.